How Can You Use Interactive Content To Segment Your Leads (+8 Use Cases)
Photo by Kyle Glenn
Here at Meero, we know the importance of creating engaging and beautiful content in order to get through to your clients. It’s essential to stand out since your potential leads are constantly inundated with emails, social media posts. That’s why we’ve teamed up with Etee Dubey from Outgrow to share some ideas on how to use your beautiful images in an interactive way. In this blog, she outlines eight ways to use interactive content to generate new leads.
Segmentation remains one of the most top priorities for marketers today. After all, statistics show that segmented email campaigns have a 14.32% higher open rate than non-segmented campaigns. Moreover, the Click-Through Rates (CTR) of segmented email campaigns are 100.95% higher.
Thankfully, the segmentation process can be made so much easier with the use of interactive content. Due to its increased engagement and conversion rate, interactive content can help you gather valuable information about your clients. This, in turn, can help you segment your leads better.
In this blog, we have listed out some major ways you can segment your content with interactive content. Don’t worry, we have included some real-life use cases to aid you further.
So, what are we waiting on? Let’s start with one of the best ways you can use interactive content to segment your leads.
A lot of segmenting factors come under the umbrella term of ‘Geographics.’ Evidently, there are primary location factors like country, city, density, and language. However, there are secondary factors that are dependent on the former category. These can be language, climate, area, and population.
Now, this information can be used to form a more personalized and targeted customer communication. For instance, suppose you are looking to market a construction company based in the USA. The cost of building a house in Texas will most probably vary from the cost of building one in a more expensive city, like New York. Hence, you can keep this into account while creating an interactive calculator by including varying cost factors.
ACC Help, a construction company built a similar calculator that helped them collect information like their lead’s district, state, and other housing needs. Consequently, they can use this information to target said leads with location-specific offers that are better suited to their needs.
The Outcome Quiz created by Brooklyn Bicycles collects the lead’s location information without asking for it directly. However, the leads are not reluctant to shell out this information because the quiz is adding value to them (in this case, by recommending their perfect ride).
This ensures them about the quality of leads garnered by interactive experiences. Interactive content works on the principles of inbound marketing. The leads collected by these experiences are actually interested in the service/product that you provide and interact with it to generate solutions.
But what about the quantity of the leads? Well, the Brooklyn Bicycles quiz went to gain 3225 visits and 1151 leads within 6 months.
They have an ample amount of leads to segment from, in our opinion!
Psychographics is a term that is collectively used to define a customer’s lifestyle, interest, opinion, and even values. However, it is extremely tricky to collect this information as they are rather hard to discern. Moreover, a person might not be open to disclosing their personal opinion or political opinion.
On the other hand, most customer behavior studies show that users are more likely to respond if they are ‘labeled’ by the company. So, while customers are reluctant to shell out psychographic information, they are most likely to respond when they are ‘labeled’ with the help of this information.
So how can marketers find a way out of this paradox? The answer comes in the form of interactive content. It can help you collect information like a user’s lifestyle, values or opinions without being too obvious about it. To illustrate, have a look at the example below:
1) Segmenting on the basis of personality type
AirBnB created an Outcome quiz that helped their prospects find out their traveling personality type. Consequently, they suggested an itinerary to their leads that (surprise!) included Airbnb accommodations.
Now, this quiz did not blatantly ask the lead to describe themselves as ‘introverts’ or ‘extroverts’. Instead, it figured out that information with the help of questions like ‘what do you do on a Saturday?’ (read a book or party all night?)
Consequently, they suggested the perfect place to visit for the different personality types.
Another quiz that flawlessly used psychographic information segment leads is the one created by Colorpop. They created a quiz titled ‘Which Disney Princess Are You?’ On the basis of the results, they recommend certain company cosmetic products.
Again, they use subtle psychological tricks to create questions that reveal a lead’s personality type. Consequently, they can offer personalized follow up emails to reach out to people with products that they have a higher chance of purchasing.
2) Segmenting on the basis of Interest
The previous quizzes helped the company find a lead’s personality on the basis of their behavior. But how about finding their interests through the same approach? Personality quizzes have a very high engagement rate. In fact, a quiz by titled ‘What Personality Type Are You’ garnered 1.2M shares on social media.
This can be easily used by marketers to garner and segment leads in their domain. Refinery29, an online magazine, created a similar quiz. This quiz helped the leads find a travel destination suited best to their interests. The leads were asked questions like what interests them in a traveling destination and their opinion on ‘touristy places.’
The answers collected by this quiz is enough for them to build detailed and segmented buyer personas of their prospects. Consequently, they can target prospects with certain articles that fit their interest base. This can help increase their readership and ensure continued engagement.
3) Segmenting on the basis of Values/ Opinion
Now, this is a rather tricky one to figure out. Most people are not interested in voicing their opinions on any issue online (especially controversial or political) if their identity is public. However, this information can go a long way in segmenting people as customers do tend to act in similar ways if they hold similar belief systems. Interactive content can help you gather this information without seeming ‘pushy’ as it provides actual information to the users
This can be illustrated by the following example. New York Times (NYT) is one of the most-read online newspapers in the world. Most media organizations are looking to gain information on the political stands of the citizens. This helps them to give insightful political commentary and figure out political trends. However, being the public eye, asking for such information blatantly can be looked down upon.
So, they created an interactive quiz that claimed to guess their reader’s political stand on the basis of their answers. Through a combination of these answers and proper segmentation, NYT can gain insight into the opinion of its readers and then could send targeted news articles to them.
Now we come to the basis of segmentation that is used most by marketers. Demographics include factors like age, gender, income, occupation, etc. This kind of information is the easiest to achieve but only when presented in a way that aids the users.
Interactive content can be a great way to collect this information by providing users with answers in return. Have a look at how Homelight, a real estate consultancy, created an interactive calculator that helped them collect a lot of valuable information.
Through this quiz, they collected information like the lead’s location, budget, income, and occupation. All this information can later be used by them to send location and income-based offers to their leads.
Moreover, this quiz helped them differentiate between high and low intent leads. They offered a guide on house savings in exchange for contact information. Any lead who signs up for it can be considered a high-intent lead (with higher chances of purchasing) as opposed to the leads who just used the calculator.
Interactive content has existed for a while but it is often overlooked as an effective lead segmentation strategy. What do you think of the strategies we suggested in this blog? Do you have any more ideas on how we can use interactive content to segment leads?
Let us know! :)
About The Author
Etee Dubey is a full-time content marketer at Outgrow and a part-time dreamer. In her free time, she catches up with her reading and explains the meaning of her eccentric name to the people around her.